“The mobile window units allow for a more native user experience,” Cole Haan’s chief marketing officer David Maddocks told Digiday. “Rather than the ad sitting off to the side of the edit or popping up, as an interstitial would and interrupting the user’s ability to read the content in which they’re most interested, it seamlessly weaves into their natural inclination to scroll through content. It also allows for more relevant editorial integration, again, making the experience more consistent for the user.”